Exploring e-commerce adoption among the youths in Kampala District: a case study of Jumia Uganda

Abstract

This study explores the adoption of e-commerce among Kampala’s youths, using the Jumia Uganda platform as a case study. The study’s objectives included understanding the drivers, barriers, and experiences of youths regarding e-commerce adoption, focusing on the Jumia e-commerce platform. A qualitative research approach was employed, using an exploratory research design. The target population consisted of youths aged 18-30 who regularly use the Jumia platform. Purposive sampling was used to select 32 participants from Kampala’s five administrative divisions. Qualitative data were collected through in-depth interviews and analyzed thematically. The findings revealed key drivers of e-commerce adoption, including convenience, affordability, and access to wide product variety. However, significant barriers were identified, such as limited payment options, poor internet connectivity, and digital literacy issues. Experiences with return policies showed that unclear guidelines, slow processing, and inadequate customer service deterred many from making online purchases. Participants expressed a preference for clearer policies and faster return processes. Recommendations include enhancing user convenience through improved mobile apps and delivery systems, strengthening cybersecurity, promoting digital literacy, ensuring reliable connectivity, developing clear return guidelines, and engaging customer service to foster a supportive digital marketplace for Kampala’s youth. Future research should expand sample sizes to include diverse demographics, explore rural youths’ experiences, compare e-commerce platforms, employ mixed-methods approaches, and conduct longitudinal studies to assess evolving perceptions of return policies in Uganda’s e-commerce landscape.